CLIENT PROJECT PRO-

FORMA
NAME
 MIND MAPS/BRAINSTORMS
STAR BY USING THE FIRST FEW SLIDES TO CREATE MIND MAPS AND OR
BRAINSTORMS FOR IDEAS RELATED TO YOUR PROJECT. GET AS MANY
POSSIBILITIES AS YOU CAN.

DON’T WORRY ABOUT PRACTICALITY, SUITABILITY OR POTENTIAL AT THIS

STAGE. YOU WILL ASSESS THE IDEAS LATER.
MIND MAPS/BRAINSTORMS
MIND MAPS/BRAINSTORMS
MIND MAPS/BRAINSTORMS
 ASSESSING IDEAS
NOW YOU HAVE GENERATED LOTS OF POTENTIAL
IDEAS, IT IS TIME TO RATIONALISE THOSE AGAINST
THE REQUIREMENTS OF THE BRIEF FROM YOUR
CLIENT.

USE THE NEXT FEW SLIDES TO CONSOLIDATE YOUR

IDEAS AND THEN ASSESS THEM AGAINST THE
REQUIREMENTS AND CONSTRAINTS OF THE PROJECT.

FINALLY, SELECT AN IDEA TO TAKE FORWARD FOR

FURTHER DEVELOPMENT.
 IDEA 1
Menu Designs. Idea one I want the
style of the menu to fit in with
everything else. Similar colour
scheme and a rustic warmth style.
Colour palette. Idea one I
wanted to stick with the colour
scheme Lil’s have. This will help
my designs link in with existing
work.

Font palette. For the font I wanted

one that will follow the existing
style of the café but stands out on
Logo Designs as its own.
they are bringing in
new coffee in
October.
 EVALUATION OF IDEA
• WHAT DO YOU LIKE ABOUT THE IDEA?
• FROM MY FIRST IDEA I LIKE THE COLOUR SCHEME AS IT FITS WITH THE REST OF
THE RESTAURANT LIKE MY CLIENT ASKED AND IT ALSO SETS A NICE WARMTH TONE
TO THE MENUS. I LIKE THE IDEA OFF ADDING SOME ILLUSTRATION TO THE MENU
DESIGNS.
• DOES IT MATCH WHAT THE CLIENT WANTS?
• I PURPOSEFULLY CREATED MY FIRST DESIGN AROUND EXACTLY WHAT MY CLIENT
WANTS, I DID THIS TO EXPLORE WHAT IT IS THAT MY CLIENT IS EXPECTING FOR
THIS PROJECT.
• ARE YOU CAPABLE OF DELIVERING THIS?
• I AM CONFIDENT THAT I AM ABLE TO DELIVER THIS IDEA. MY BIGGEST WORRY IS
THAT I WILL HAVE TO CHECK ALL THE FONT TO MAKE SURE THEY ARE AVAILABLE
FOR PERSONAL AND COMMERCIAL USE OTHERWISE ME AND MY CLIENT WILL NOT
BE ABLE TO US MY DESIGNS.
• CAN YOU DO THIS ON TIME?
• I AM SURE I CAN PULL THIS IDEA OF ON TIME. THIS IS MY MOST EXPLORED IDEA AS
IT IS WHAT I HAVE BEEN TOLD TO CREATE THEREFORE, I ALREADY HAVE AN IDEA AS
TO WHAT I WILL CREATE.
 IDEA 2
Product imagery Colour Palette. Idea 2 I
ideas. Here are wanted to explore more
examples of the with their existing colours.
kind of shots I would Showing them the options
like to take. These they have. For this I chose
can be used for the to follow the light yellow,
website/ leaflets/ green and orange
menus etc. colours.

Font palette. I decided similar

font but edited it to add my
own style.
Menu designs.
Idea 2 I wanted to
step away from
the style of the
café and make
something new
that we also look
just as good.
 EVALUATION OF IDEA

• WHAT DO YOU LIKE ABOUT THE IDEA?

• FROM MY SECOND IDEA I LIKE PROFESSIONAL IMAGES THAT I HAVE PLANNED TO TAKE.
THIS IS ALSO GOOD PRACTISE FOR TAKING IMAGES FOR A CLIENT PROFESSIONALLY.
• DOES IT MATCH WHAT THE CLIENT WANTS?
• THIS IDEA IS A SMALL MASH UP OF WHAT I AND THE CLIENT WOULD LIKE. I HAVE STARTED
TO MOVE SLIGHTLY AWAY FROM WHAT MY CLIENT WOULD LIKE TO SHOW THEM WHAT THE
POSSIBILITIES ARE. HOWEVER, I AM STILL FOLLOWING MY CLIENTS BRIEF.
• ARE YOU CAPABLE OF DELIVERING THIS?

• I AM ABLE TO DELIVER THIS IDEA HOWEVER, THE ONLY THING I WOULD BE CONCERNED
ABOUT IS THE TIME FRAME I WOULD HAVE TO DESIGN NEW MENUS AND PRODUCT
IMAGERY.
• CAN YOU DO THIS ON TIME?

• AS I HAVE MENTIONED BEFORE THE TIME SCALE IN WHICH I WILL HAVE TO DO ALL THESE
TASK WILL BE SMALL. I WOULD NOT HAVE ANY TIME FOR MISTAKES DURING THIS IDEA.
• DO YOU HAVE THE RESOURCES AVAILABLE TO DO THIS?
• THE RESOURCES THAT I WILL NEED ARE; CAMERA, TRIPOD, SOME STOCK AND PERHAPS SOME STAFF
 The idea 3 I have
IDEA 3 decided to combined
both ideas together.
Here are some more ideas for the For example, Lil’s tend
new menus. These menu have a to use dark bold
similar style as to want I want to colours like blue and
create. They also will work with the green. So I have
theme of this idea. decided to make an
assortment of these
colours to step away
For the font. I have decided from their original
to go for a curved text. This colour scheme.
steps away from the
original idea but it still
Here I have found an something new that will fit
assortment of wine bottles. I with the rest of this theme.
want the logo to still holds an
Image that connects to
the name of the bar.
 EVALUATION OF IDEA
• WHAT DO YOU LIKE ABOUT THE IDEA?
• THE THING I LIKE MOST ABOUT THIS IDEA IS THE COLOUR SCHEME. THE THEME
THAT I HAVE CREATED FOR THIS IDEA FITS WITHIN MY CLIENTS EXISTING THEME
WHILST BRANCHING OUT INTO DIFFERENT TONES TO SHOW OTHER POSSIBILITIES.
I ALSO LIKE THE FONT CHOICES I HAVE SELECTED FOR THIS IDEA.
• DOES IT MATCH WHAT THE CLIENT WANTS?
• YES THIS IDEA IS STILL WITHIN THE BOUNDARIES I HAVE BEEN SET BY MY CLIENT
BUT I HAVE DECIDED TO ADD A FEW FEATURES THAT MY CLIENT DO NOT ASK FOR
SO I CAN SHOW HIM WHAT HE COULD HAVE.
• ARE YOU CAPABLE OF DELIVERING THIS?
• I AM CONFIDENT I AM ABLE TO DELIVER THIS IDEA FOR MY CLIENT.
• CAN YOU DO THIS ON TIME?
• AS I WILL BE JUST STICKING TO MENU DESIGNS I AM CONFIDENT I WILL BE ABLE TO
FINISH THIS IDEA ON TIME. THE MOST TIME CONSUMING ASPECT OF THIS IDEA WILL
CREATING MY OWN ILLUSTRATIONS THAT I AM THINKING ON ADDING TO THE
MENUS.
• DO YOU HAVE THE RESOURCES AVAILABLE TO DO THIS?
 To make the
menus stand This is a colour scheme
out I have of this idea I have
decided I will branched out to various
be including IDEA 4 colours whilst staying in
with Lil’s shade scheme.
some imagery
into the The colour I have chosen
For the font I have decided here are bold and
design. This to give it a go at editing
will give the bright. I may use these
and making it different to for text and graphic
menu a quirky fit in with my idea. I have
look. work for the menus.
also chosen a wide range
of different fonts in this
idea.
For the food menus I am looking
to create a menu that is the same
size but fold into a small piece. I
am also wanting to look at
different variation I could have.
 EVALUATION OF IDEA
• WHAT DO YOU LIKE ABOUT THE IDEA?

• I LIKE THIS IDEA BECAUSE IT REACHED OUT AND SHOW WHAT POSSIBILITIES THAT MY
CLIENT CAN HAVE WHILST STILL PROVIDING WHAT HE WANTS. FOR THE COLOUR SCHEME
I HAVE DECIDED TO TRY OUT DARKER AND BOLD COLOURS THAT WILL WORK WITH THEIR
CURRENT THEME. I ALSO LIKE THE FIRST FRONT ON THIS IDEA, I THINK IT WILL BE GOOD
AS A HEADING FONT.
• DOES IT MATCH WHAT THE CLIENT WANTS?

• THIS MATCHES WHAT MY CLIENTS WANT AS THEY ARE MENU DESIGNS AND IT INCLUDES
SOME OF MY OWN DESIGN THAT I THINK WOULD WORK WITH THE EXISTING THEME FOR
THE RESTAURANT.
• ARE YOU CAPABLE OF DELIVERING THIS?

• I AM CAPABLE OF PULLING OF THIS IDEA. IT IS SIMILAR TO THE OTHERS BUT WITH A

DARKER THEME AND INCLUDES ILLUSTRATIONS.
• CAN YOU DO THIS ON TIME?

• I AM VERY CONFIDENT THAT IF I CHOOSE TO DO THIS IDEA I CAN COMPLETE IT ON TIME.

THE MOST TIME CONSUMING PART OF THIS IDEA WILL BE THE BACK AND FORTH
BETWEEN ME AND MY CLIENT AS I WILL NEED TO KNOW HIS FEEDBACK AS I OPTED FOR
AN IDEA THAT STRETCH'S WHAT MY CLIENT WANTS.
• DO YOU HAVE THE RESOURCES AVAILABLE TO DO THIS?
 IDEA EVALUATION

WHICH OF YOUR IDEAS DO YOU WANT TO DEVELOP FURTHER? EXPLAIN WHY

YOU THINK THAT IS THE RIGHT IDEA TO TAKE FORWARD.
THE IDEA I LIKE THE MOST IS IDEA 1. THIS IS BECAUSE IT IS EXACTLY WHAT MY
CLIENT HAS ASKED FOR AND I AM ABLE TO ADD SOME ILLUSTRATION INTO THE
DESIGNS. ALTHOUGH I AM GOING TO BE DESIGN TWO OPTION OF MENUS
THAT MY CLIENT CAN CHOOSE FROM. I AM DOING THIS SO I CAN CREATE THE
FIRST MENUS TO FOLLOW THE BRIEF EXACTLY AND THE SECOND OPTIONS WILL
STILL FOLLOW MY CLIENTS BRIEF BUT WILL EXPLORE THE OPTIONS MORE AND
SHOW MY CLIENT WHAT IS AVAILABLE. THE SECOND OPTION WILL CONTAIN
IDEAS FROM THE REST OF MY IDEA BOARDS.
 DEVELOPMENT

USE THE NEXT SLIDES TO DOCUMENT YOUR IDEA DEVELOPMENT.

THIS SHOULD INCLUDE MOOD BOARDS AND OTHER VISUAL EXAMPLES OF WORK. IT COULD INCLUDE BASIC MOCK UPS OF YOUR
VISION FOR THE PROJECT USING THE WORK OF OTHERS.

IF YOU ARE TAKING DOING SOMETHING OUTSIDE OF YOUR ORDINARY SKILL SET OR WAY OF WORKING, YOU COULD INCLUDE
TEST WORK OR PRACTICE WORK HERE TOO.

THERE IS ROOM TO DEVELOP A SECOND IDEA HERE AS WELL. THIS COULD GIVE YOU A GREATER VARIETY OF OPTIONS TO GIVE
TO YOUR CLIENT.

YOU WILL THEN ASSESS YOUR DEVELOPED IDEA AGAINST THE CONSTRAINTS OF THE PROJECT BEFORE PRODUCING A FINAL
TREATMENT.
 DEVELOPED IDEA 1
This idea is keeping closely to the companies existing theme. I have
used a slightly different colour scheme, font and designs. For the food
menu I have chosen to use A3 size card but changes the design and
layout of the menu. This design will also make it easier for customer to
handle as the original menus are a flat A3 card.
For the font I have decided to use a curved thin text as I think this will
fit nicely with the rest of the theme I have developed.
The colour scheme is very similar to the existing one I have done this as
the client would ideally like it to stay the same to fit with their bar.
For the drinks menu I have decided to follow the design of the main
food menu. This will keep them looking appealing and like they belong
to the same company.
 DEVELOPED IDEA 2
For this idea I have strayed away from the company's original theme.
For the food menu I have decided to use a denim blue and copper
pattern to create a modern rustic feel that I think will fit the
restaurants existing theme. The colour scheme I have chosen is also
different from the brief. I have decided to use a different colour
scheme as an option so I can show the client the potential colour that I
can work with whilst keep with the rest of the theme. The logo I have
decided on a more bold and persistent font to really grab the
attention of potential customers. Here are some example of the
image I wish to take for my client. These images can then be used for
the website or wall art.
 DEVELOPED IDEA 3
For this idea I am going to combined my own ideas of colour theme and designs with my
client to create a middle ground. For the design on the menus I will use a similar colour
scheme, a font I have chosen and the layout will be different to Lil’s existing menus as I
am want to create more space to reduce the amount of menus. For the food menu I will
be choosing the same colour scheme as the drink menu to create a visible connection
between the menus. I am also choosing a very different design that will reduce the size
of the menu as well as the amount. As for the font I will be using the same font through
out all menus. The font will be a new curved quirky font that will fit in with what my
clients wants.
Suitable for audience? The audience is this is anyone who wants to visit the
restaurant. There usually audience are 21+. My aim is to produce work that looks
professional to my client and there audience.

ASSESSMENT OF FINAL IDEAS

Suitability for client? My design will be suitable for my client as I have taken into
consideration what my client has asked for.

Appeal of the work: New menus are been designed to entice customers into
buying food and drink. The menus will also hold together the modern, classic
style of the restaurant and show the customers my client is serious about his
restaurant.

Timescales for production: For production I will have 3 weeks to create two
different types of food and drink menus as well possible take some images that I
could use.

Costs: The cost of my project so far is £0. I will be creating everything myself and
taking my own images. When designing my menus I may need to buy material or
pattern design from stock imagery. If so I will set a limited of £15.
 ASSESSMENT OF FINAL IDEAS
Legal and ethical issues:

When creating the new menus I will have to take into consideration any legal and
ethical issues I may face. First, I will be looking for stock images of material to
use as a cover for my menu. I came across a website called Pexel Imagery that
lists thousands of free images that are available for personal and commercial
use. If I had not found this website in time I had a backup plan to take some shot
of some material I had. The second issue I may have faced on my text. I had to
find texts that I was able to use for commercial use. If this images and text had
not been royalty free I would not have had any right to use them for my work nor
would my client as I would be facing copyright issues.

I also have to considered ASA codes of practise, if my client were to use my

design on social media or public, it could count as an advertisement that the ASA
could potentially taken down if it breaches one of their codes.
RESEARCH
Competition/Market research:

As my clients business in along the river in central York they have many
competition. The main competition for my client are other bars that are
along side the river.

My client has a competitor right next door called “Winner Winner” that
serves food and drinks with an outdoor set. These companies have very
similar target audience and sell similar drinks and food so my client will
need my work to give them to edge to stand out and thing about different
ways to promote their business. The design for winner winner is very bold
stamp design. They use a very simple colour scheme of a black background
and white text. Although they are in the same business these two bars have
different styles. Winner Winner goes for a more young, bold, rustic
approach whilst Lil’s is classy modern bar.

Another big competitor for my client is “The Kings Arms” although their
target audience will be slightly different to my clients this is the only pub
down the river that has a licence for customer to take their drinks out and
down the river.

Out of the two main competitors my client is the business that has less
promotional and advertising campaigns. This means that me focusing on
creating new menu design and making some promotional leaflets will be
valuable to my client.
 What is their design/photography/marketing/promotional/advertising work like?

What wider market is your client part of? Undertake research in to that market. This could be in the form of sales
figures, audience figures, turnover, job roles, customer base, market share, rules, regulations and codes of
practice.

In comparison to my clients competitors, Lil’s Bar and Bistro has a very classy, modern and metallic
design to their theme. The website for the company follows this theme but add a old rustic style. They
use antic boards around heading etc. They host professional photographs of inside and outside of
the bar. They seem to follow a colour scheme of website fits in with the whole business and menu. The
client has also asked me to follow there colour theme and stick to the theme as closely as possible.
The menus the bar have right now are very simple and follow a metallic orange theme. They use a
curved font with antic boards to keep up with there existing theme.
For the promoting their business they use a very basic method. They have workers stand outside
offering simple leaflets to by passers. I have offered to create some promotional leaflets that will
entice customers to come in.
This business does not advertise they company on a great scale. They have linked offers, maps and
menus on their website. Use a promotional method to gain customers. However, this business has been
open since December 2017 and have not done any advertising or promoting that reaches out into
the rest of York.
Audience/Customer research:
Who is the audience or customer that your client is trying to reach? Perhaps they have already told you. Perhaps you
should ask. You could also do further research in to the type of audience or customer you are hoping to appeal to.

My clients audience during the afternoon is typically small families and couples whilst
this changes by the evening when they seem to take in 23+ male and females who
are out for a nice meal and a few drinks. Like any restaurant there is no set gender
they are prominently reaching out towards. The restaurant reaches out to people
anyone who has the interest for fine dinning.

This restaurant is a family run business that ran The Lowther another pub that is
favorited by students in York for serval years, opened up Lil’s Bar and Bistro and
have also recently bought the neighboring restaurant Winner Winner.
Content research:

This should take the form of secondary research (exiting products from your client and the competition and wider market)
and also some primary research (asking potential audience, your client and your market,) to help you formalise the
content of your project.

These are the food menus for the neighboring and big competitor, Winner Winner. For me,
the logo pops at the most, they have gone for a minimal yet edgy logo that works with the
design of the menu and also the style of the restaurant. I also like how well organised the
menu and clean it is.
However, personal I think the menu appears quite boring in comparison to the style of the
restaurant. I would add a bold, semi dark
colour scheme to the menu to make it pop.
Here is a food menu from, The Kings Arms. This is a big
competitor to Lil’s as they hold a license for people to drink out
on the pavement.

As for their food menu I like the minimalist look they have gone
for. The subtle use of colour links in with the pubs interior theme
which creates a warm homely feel. I also like the tall capital
texts gives the menu a professional and clean appearance.

However, for improvement I would thing about changing the

template of the menu to something more suitable and free
moving. I would also thing about adding some images to the
menu to break it up and appear more fun for customers.
These are food and drink menus from a restaurant in York called,
The Star Inn. This restaurant is for fine dinning on the riverside of
York city center.

I personally like the first page of the drink menu design. Its
professional, simple and has a nice colour scheme that fits in the
with style of the restaurant.
However, I personal do not like the
food menu more the wine menu. I
think there is far to much going on,
on the food menu with the images
and the layout makes the menu look
like a nature board more than a
menu. As for the wine menu I feel
there is to many different colours
going on. However, I do like the
layout and the font.
Here are my two templates
that I am going to be
following when I design my
menus. The food menus will
be A3 size that folds and
the drink will be A4 size.
Treatment:

The treatment evokes how an audience will experience what you are making.

Write in the active-voice in present tense. Tell the reader what they will see.

Describe the content of your project.

Write vibrantly, so the reader gets excited about your work. They should be able to
visualise the finished pieces. You could also supplement this with some mood boards or
mock ups.

Be specific—don’t use words like may, might or possibly.

 TREATMENT
For you, I will be designing two options for food and drink menu. The first menu design will
follow a classy, modern design with a edgy font that will bring the menu into the modern
element that the restaurant amplifies. The front design of my menu will be a metallic copper
appearance that will fit in to my client, Lil’s bar and Bistro, existing style. For the food menu I
have gone with a very different style which I believe will be more efficient to the restaurant
as it folds to reduces the size and it also reduces the amount of menus handed to their
customers. For the drink menu I have followed the same design and style of the food menu,
this will link the menu together appearing neat and tidy. I have decided to go create to
separate drink menus, a wine menu and a cocktail menu. The wine menu is a A4 piece that
folds in half whilst the cocktail menu will be a A5 card.

I will also be designing a second option for you, to show you what the possibilities could be if
you decided to explore you options. The food menu for this design will be A3 that fold into
three equal pieces. The font on this menu will be more fun and free. I am also included
illustration as a background design. For the drink menus I am choosing DL size wine menu and
A5 cocktail menu. These menu will included illustration on the back and use the same font as
the food menu.
TREATMENT (VISUAL ELEMENTS)
Here are the styles of the menu I am wanting
to make. Option 1 is a more classy and
profession style that my clients has asked for.
Option 2 is a more quirky professional style
that with the correct colour scheme and
design I think could work really well in my
clients restaurant.
Timescales:

You should prepare a production schedule that will allow you to manage your time over the
3 weeks of production. This should include:

• Deadlines: Interim deadlines help you keep on track, final deadlines are final.

• Availability: The availability of the client and any other people you may need to help
you with your project. You will need to contact them. You might to do visit. You may need
to liaise with models, or photographers.

• Feedback: This is a working brief with a real client. You will need to get feedback on
your work and also allow yourself time to make appropriate changes. Plan appropriate
time in to you schedule so that you can do this.

• Resources: You should include a list of resources that you will need to complete your
project. Remember that this all needs to be your own work
YOU CAN DELETE THIS ONCE YOU DON’T NEED IT:

Production is due to start on Monday the 8thth of May.

You will have 3 weeks of lessons. The last day of production will be Friday the 19th of
May. This gives you a whole half term, should you need it.